UntapTV will help AEG to deliver rich, interactive content to smartphones and tablets at all of AEG’s large-scale concerts in China using inaudible triggers hidden in the music.

UntapTV’s sonic response codes, which are picked up by the iOS app, enable concert-goers to engage with artists and performances, from receiving lyrics to songs, in-concert voting and enabling synchronised light shows.

The first concert to use the app was Maroon 5. On average, users opened the app 10 times. It delivered live photo feeds, lyrics and merchandise offers. Other concerts this year include Elton John and one of China’s biggest stars, Eason Chan.

“In China, where mobile internet usage is the highest in the world, we are exploring together with UntapTV how to further engage with our concert-goers,” said John Cappo, CEO of AEG China. “We believe in Chinese audiences, and with our growing network of arenas we are preparing for the future of live entertainment through deeper audience interaction and real-time fan experiences.”

UntapTV was founded in the UK in 2010 and is based at Googles London campus – the silicon roundabout. The app is due to be released on Android later this year.